studies

For the first time ever the majority of purchasers does online research before purchasing. The online purchase share shows limited growth for most products, however online research grows strongly and consistently across all countries and products.

Key Findings

• Online purchase mainly grows in travel and media, however online research grows strongly and consistently across all countries and products.
• Online research grows equally strong amongst online and offline purchasers and is consistent amongst countries and products as well.
• Products of higher value show both more online research and more online purchase than lower value products.

The Global Business Map provides a country profile for 48 countries on 6 different continents. The country profiles give an overview of fundamental country facts and specific market insights. We have collected those metrics most relevant for uncovering market potential and to help you recognise business opportunities specific to your company. This guide also provides an introduction to a range of products and tools available to you at Google, which are each explained briefly to help you get acquainted with the different ways in which you can reach out and connect with your target markets.

Each country page contains the following data:

• Basic Facts: official country name, capital, area, top-level domain, official or most spoken language, local currency, age distribution and GDP in terms of purchasing power parity and rank. GDP in each country has been expressed in US Dollars.
• Demographics: Population (total, growth and country rank), a breakdown of the age distribution according to gender and age group, median age.
• Internet statistics: The Internet penetration of the population, the total number of broadband and fixed Internet subscriptions, as found by the International Telecommunications Union.
• Google Contact: The email address that you can use to get in touch with our local representatives. They will be happy to give you more insight into the statistics you can find in the pages here and connect your ideas with the appropriate Google products.

This research offers unique insights into the usage of internet enabled devices (PCs, smartphones, tablets, etc.) as well as internet & broadband penetration and online behaviour per market. The enumeration survey was conducted during Q1 2012 in 40 markets, this is the overview on SEEMEA emerging & mature markets.

Key findings:

• Highest smartphone and tablet usage in the UAE and Saudi Arabia. Among the European markets, Spain and France have the highest penetrations.
• In two thirds of the SEEMEA countries, PC penetration is higher than 66%. In half of the markets, Laptops/Notebooks are more popular than desktop pcs.
• Less than 2 thirds of the population use the Internet in 6 SEEMEA markets. Lowest usage in Egypt - with a clear distance to the other markets.
• Mobile networks are most often used to access the Internet on a smartphone followed by Wifi/WLAN at home.
• In Portugal and France Internet enabled TV are used by about one fifth of the population. eReaders are the device with the smallest penetration.

This study will help you understand more about how consumers in Turkey use various information sources, including the internet, when making tech purchases.

Key findings:

• Online purchase is an established purchase method in the tech vertical: across the board about 20% of the purchases in the past 24 months were placed on the internet
• Online research highly relevant in all product categories and drives offline sales (ROPO effect)
• Among the online research sources search engines have an outstanding position as a navigator tool: they are the most frequently used source for starting and intensifying online research on tech products

This study will help you understand more about how consumers in Turkey use various information sources, including the internet, when making automotive purchases.

Key findings:

• The most important sources for researching a new car are search engines, auto dealerships, and manufacturer websites.
• The role of online sources has grown significantly since 2010 (significant increase in the % who use the Internet at each phase of the buying process.)
• Thanks to the proliferation of smartphones, mobile devices are becoming an important way for car buyers to conduct research.

This study will help you understand how travel is booked in Turkey

Key findings:

• The internet is clearly the most important booking channel in the travel vertical regardless of travel product and regardless of trip length (short vs. holiday trip).
• Bookings in the travel vertical are accompanied by an in-depth research process with online sources being most frequently considered in every stage and particularly important for finding offers and supporting the decision-making.
• Online research in the travel vertical has to meet highly differentiated information needs: on average 9 topics are expected to be found on the internet.
• Search engines are the top online source for finding inspiration and interesting destinations for trips. When it comes to the trip preparing and decision research search engines serve as a navigator to relevant sources.
• Presence on search engines with a variety of relevant (generic and branded) terms enables presence in the online research process and subsequently relevance for the online purchase.

This study will help you understand more about how consumers in Turkey research and purchase retail products online.

Key findings:

• Search engines are the most frequently used as well as the most relevant online information source across all product categories.
• convenience is the most frequently stated reasons for buying products online.
• Online purchase is not very common among Turkish onliners: Across all categories the majority usually buy offline only.

This research offers insight into the usage of internet enabled devices (PCs, smartphones, tablets, etc.) as well as internet & broadband penetration and online behaviour.